Prof. Dr. Martin Paul Fritze

Profile

Prof. Dr. Martin P. Fritze is an expert in behavioral marketing. He employs a quantitative behavioral research approach to understanding marketing phenomena and supporting managerial decisions. His primary research interests focus on consumer judgments, attitudes, and behaviors in the intersection of the physical and digital worlds.

Professor Fritze’s areas of expertise include brand management, experiential marketing, advertising, and consumption in the context of digital transformations. His current work explores the concept of materiality, examining transformative processes that mediate between digital and physical consumption environments, along with their effects on business models, consumers, and the environment. This includes topics such as the dematerialization of consumption, blockchain technologies, and alternate realities. Professor Fritze’s interdisciplinary research approach is grounded in empirical philosophy.

His work has been published in leading journals such as Journal of Marketing, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Service Research, and Journal of Retailing.

He serves as a reviewer for top international journals, including his role as a member of the Editorial Review Board of the Journal of Marketing.

Professor Fritze frequently gives talks on consumer insights and digital transformations and collaborates with industry partners.

Before joining LMU, Professor Fritze held the Chair of Marketing at Zeppelin University and was an Assistant Professor at the University of Cologne. He is a visiting professor at the Wharton School and has been a visiting researcher at Columbia University, Cambridge University, the National University of Singapore, the University of New South Wales, Erasmus University Rotterdam, and Imperial College London.

Professor Fritze holds a PhD from Rostock University.